2018

1010 Park Avenue

Residential
Residence
New York
1010 Park Avenue

Park Avenue

The address that dreams are made of.

I recall a decade ago, buying a book called "Apartments of Park Avenue" as a reference suggested by a client in Asia.

I couldn’t decipher what made this address so special, so sought after, and so desirable.

With this opportunity, this address, this developer came a match made of design dreams.

I walked Park Avenue, 20 or 30 blocks, trying to understand what makes it so unique, asking myself, "Could I even begin to create something new?"

Something distinctive exists in this part of NYC. The architecture has a real sense of style, it is cool and yet beautifully crafted.

There was one element that connected everything that I loved: bronze. Door handles, cladding, window frames, typography, all bronze. From this moment the vision started to become clear.

A bronze clad entry hall, noble materials with residential proportions. Each space formed from a rhythm-like vocabulary of panels, each room treated differently depending on the use of the space.

The public spaces at 1010 Park Avenue are an extension of your home, they have personality, colour, layering and a strong point of view.

Here the ultimate palette of luxurious materials easily drifts into everyday living, creating a very personal living experience.

I think at the end of this process I now understand more about Park Avenue. Its subtlety, its grandeur, but most of all, its quality. With Extell, we have been able to match that quality at 1010 Park Avenue, something not so easily achieved today.

Simon Rawlings is the Creative Director of David Collins Studio.

Williams New York is a branding company based in New York.